Bactidol: Sing-a-thon
Pamela Garcia
Campaign details
Brand owner: Johnson & Johnson PhilippinesLead agency: JWT ManilaBrand: BactidolCountry: PhilippinesIndustry Non-prescription, OTC productsChannels used: Earned media, buzz, Events and experiential, Social media , Sponsorship - event, propertyMedia budget: Up to 500k
Executive summary
This case study describes how oral antiseptic Bactidol's long-lasting effect was promoted in the Philippines with a karaoke marathon.
Johnson and Johnson's Bactidol is an oral antiseptic solution that comes in a liquid gargle format versus the more popular lozenge format. It is less convenient than easy-to-pop...